Jovana Markovic's style is a fusion of luxurious and timeless sophistication embodied with a youthful edge. Choosing the finest natural materials into the construction of each piece is the essence of her brand. Her clothes, wearable for casual and dress-up occasions, are meant for strong women who like to stand out from the crowd through a refined juxtaposition of urban chic and feminine shapes. She likes to play with a variety textures and transparent fabrics, with layering different shapes and combining materials that incorporate her unique vision.

She is based in Belgrade, Serbia. She started to present her collections in 2007 at Belgrade Fashion Week. Since then she has regularly presented her collections to an international audience at the Belgrade fashion weeks and her work has often been featured in advertising and editorials in the major fashion magazines in Serbia. Jovana opened her store in Belgrade in December 2010 and this store forms the foundation of her label. In October 2011 she won the Textil young designer award at Belgrade fashion week for her winter collection for 2012 and in November 2012 she won Elle fashion award for her 2013 winter collection. Jovana Markovic collections are now available world vide on NJAL online shop.